Publications

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Factors Influence on Purchasing Intention of Fashion Clothing Through Online Platforms
(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Wanniarachchi, T. M.; Thilakarathne, B. L. S.; Wijesundara, B.
This paper focuses on the impact made by social media characteristics on purchasing Intention towards fashion clothing through the online platforms. The main research objective of the study is to identify the level of influence made by the characteristics of trust, perceived online risk, convenience, and online reviews on the consumer buying intention. The survey method was used to collect data from the sample and a sample of 204 consumers was selected through convenient sampling method. A properly structured questionnaire was distributed among the selected sample. Likert scale questions were analyzed by coding different values for each response. Correlation and regression analysis have been employed to test the hypotheses based on the result. Qualitative data via open ended questions were used to get a deeper understanding on consumer purchasing intention and online platforms used by the industry. There is a strong positive relationship between online reviews and the consumer purchasing intention. Further, it was found out that there is a moderately positive relationship exists between the trust and the consumer purchasing intention. The empirical evidence suggesting the negative relationship of risk and the consumer purchasing intention was not supported with the statistical data and analysis of the study. This research would have given a broader idea on online buying intention if conducted covering all the segments in Sri Lanka. As a conclusion remark of the study, researchers recommend fashion and clothing companies to focus more on their core business activities on online platforms which may lead to positive reviews and recommendations. This would enhance the consumers’ purchasing intention in the long run. Further the study recommends that the online businesses should pay more attention on factors emphasized by the customers in purchasing clothing online.
Factors Affecting Intention to use Mobile Money Service in Sri Lanka: Moderating Effect of Demographic Factors with reference to Western Province of Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya., 2021) Sanjeewa, H. H. D.; Yatigammana, M. R. K. N.
Mobile money service allows mobile users to perform financial transactions using their mobile phones which helps to decline the physical use of money. Therefore, the objective of the study was to identify the factors affecting intention to use mobile money service in Sri Lanka and the relationship between those identified factors and intention to use mobile money services. Further, the study is carried out to assess the moderating impact of demographic factors on the relationship between those factors and the intention to use mobile money. The data collection was carried out through a structured questionnaire from 400 randomly selected participants of Western province Sri Lanka. Usefulness, trust, risk, awareness, and knowledge are identified as the key factors affecting the intention to use mobile money service. There was a significant positive relationship between usefulness, trust, awareness, and knowledge with the intention to use mobile money while the risk was significantly negative. Further, the moderating impact of demographic factors on the above-identified five factors was assessed and it was noted that gender and age do not moderate the relationship between the above-identified five factors and user intention, but income level and job title moderate the relationship between above-identified factors and user intention. Based on the results of the study it is recommended that mobile telecom operators should take actions to increase usefulness, trust, awareness and knowledge while taking actions to decrease the risk factors involving in the service. Further, it is recommended to consider education level and working experience as moderating demographic factors of factors effecting on intention to use mobile money services.
Does the Mode of Opportunity Identification Influence the Innovativeness of Small Businesses? A Study in Sri Lanka
(University of Kelaniya, 2015) Upananda, W.A.; Kumara, U.E.S.
There is a growing concern about the heterogeneity of the nature of small businesses in a given context. The difference between opportunity discovery and creation (mode of opportunity identification) may explain this heterogeneity. Then the wealth creating ability also may vary with the mode of opportunity identification although entrepreneurship literature is silent in this regard. Then the purpose of this study is to explore the wealth creating potential (innovativeness) of small businesses with regard to the mode of opportunity identification. Entrepreneurship literature informs that opportunity discovery under risk is different from opportunity creation under uncertainty although these terms has been used interchangeably. Few studies show that context may have influence over the opportunity identification. Few studies show that entrepreneurs who create opportunities are ordinary and attempt to avoid uncertainty while those who discover opportunities are unique in ability of discovering opportunities and bear some risk. However studies which explore the relationship between the wealth creating potential and mode of opportunity identification are rare. Exploring gaps in research knowledge base on the nature of businesses emerged under opportunity discovery and opportunity creation with regard to research question ‘How the mode of opportunity identification influences the innovativeness of small businesses’. In consistent with entrepreneurship literature, the nature of business viewed in this study as wealth creating potential. This study builds on theories and assumptions pertinent to opportunity discovery and creation and employs case study method to explore the behaviour of small business owners in rural and urban settings. The rationale of selecting rural setting is that rural entrepreneur has no prior business experience to understand the probability of outcomes while urban entrepreneurs have prior business experience to understand the probability of outcomes to take calculated risk. This study has selected six cases after screening 178 cases in the rural setting and 111 cases in the urban settings in the North Western Province of Sri Lanka in 2010. Analysing within cases and cross cases employing pattern matching technique, this study shows that businesses created in the rural context are comparatively non-innovative than those small businesses discovered under opportunity risk.

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